The Australian begins rolling 'bold' campaign celebrating honest journalism in the era of #FakeNews.
The Australian is launching a new campaign which places the newspaper at the forefront of truth in a time of 'abundant content'.
The campaign, 'The informed Australian', comes off the back of a reportedly strong year for the newspaper, under the lead of editor-in-chief Paul Whittaker.
Whittaker says: “In this era of abundant content, it is more important than ever for a news brand such as The Australian to be bold and fearless in the pursuit of truth.”
The campaign will run across television, newspaper and digital from today. 'The informed Australian' include print ads which state “For provoking debate”, and are accompanied by a photo of avocado on toast.
The Australian CEO Nicholas Gray said there are more paying readers today than ever before in the history of the newspaper.
“In the past year, The Australian has grown its print audience by 5.1% and digital by 12%” says Gray.
The Australian general manager Alice Bradbury said it was the first brand campaign in four years. “The timing is right to promote these qualities and invite Australian to ensure they are informed about the issues that matter to them and our nation.”
The campaign was created by Archibald/Williams.